Radio, once defined solely by its over-the-air presence, is undergoing a powerful transformation. With the rapid evolution of digital consumption habits, broadcasters are shifting towards a multiplatform strategy—leveraging TikTok, YouTube, podcasts, livestreaming, and social media to reach wider, more diverse audiences.

From Cross-Platform to All-Platform

Gone are the days when radio was limited to FM or AM dials. “We use the phrase cross-platform, but it’s really all-platform in today’s environment that we should be thinking about,” said radio consultant Buzz Knight at the NAB Show in Las Vegas. The industry is no longer just about directing people to on-air content—it’s about connecting wherever they are.

This shift recognizes the reality that many listeners today may never tune into traditional broadcasts. Instead, they consume content on platforms like YouTube and TikTok, where they can discover shows, engage with personalities, and share segments instantly.

Redefining the Radio Endgame

Phil Becker, Executive VP of Content at Alpha Media, emphasized the importance of focusing on content usage over platform loyalty. “We need to focus more that they use us, not where they use us,” Becker said. He argued that a high-value multiplatform strategy isn’t just an option—it’s a competitive necessity.

Social media now plays a dual role: it markets the station and also serves as a standalone content hub. The focus is shifting to the value offered to the audience, whether they listen on air, stream online, or scroll through their feeds.

Meeting Audiences Where They Are

Sean Birch of South Carolina Public Radio acknowledged the importance of catering to segmented audiences. With fewer people sticking to traditional formats, the need to embrace a diverse digital ecosystem is clear.

“The world has completely changed. We don’t live in a world where people watch the same TV show. We are consuming content in so many different ways,” Birch said. This means one-size-fits-all content strategies no longer apply. Successful stations now develop specialized offerings for web, app, podcast, and social channels.

Boosting Awareness Through Livestreams and Social Media

Greg Strassell, Executive VP of Programming at Hubbard Radio, shared how WTOP-FM in Washington, DC, launched a livestream on YouTube—and saw average viewer time increase beyond its radio listenership. “We’re promoting the mothership brand, but doing it in a different style—and it’s working,” he said.

Platforms like YouTube not only draw longer attention spans but also unlock new advertising revenue streams. Even paid content promotions can be a cost-effective way to enhance reach and entice ad buyers.

Radio for the TikTok Generation

Matt Shearer, a content creator with iHeart’s WBZ Boston, has demonstrated TikTok’s potential in reaching younger demographics. His viral clips first attracted Gen Z, then began pulling in older viewers as the platform’s user base expanded. WBZ has since seen a noticeable ratings boost among 25-54-year-old men, largely due to TikTok engagement.

“There’s proof in the numbers,” Shearer said. “If you’re not making everything you do cross-platform, then you’re missing an opportunity.”

Creating Content-First Experiences

Sometimes, unexpected digital initiatives yield surprising results. Birch cited a history-themed game show and podcast by South Carolina Public Radio that reached entirely new audiences online. The takeaway? Online and on-air audiences aren’t the same—so you must meet them where they are.

Meanwhile, Alpha Media’s Spout podcast, which features interviews with top music artists, averages 400,000 weekly downloads and is being shopped to streaming platforms. “That didn’t require any additional resources than we already had,” Becker said, highlighting the power of repurposing radio assets for massive digital gains.

Pop superstar Dua Lipa continues to make her Radical Optimism tour unforgettable, this time with a surprise duet that thrilled fans in Auckland, New Zealand.

During her April 4th show at Spark Arena, Lipa brought out Neil Finn, the legendary frontman of Crowded House, to perform the band’s timeless 1986 hit, “Don’t Dream It’s Over.”

“Tonight feels a bit life-shifting for me because I get to do one of my favorite songs ever by a Kiwi legend,” Lipa told the crowd before welcoming Finn onstage.

The emotional moment was captured in a video shared by the official Crowded House HQ on Instagram, with fans flooding the comments in awe of the magical pairing. One user wrote, “Wow, wow, wow. The crowd reaction when you walked on stage drew me to tears!”

This isn’t the first time Dua Lipa has paid tribute to legendary artists during her tour. Her setlists have included covers of Kylie Minogue’s “Can’t Get You Out of My Head,” Natalie Imbruglia’s “Torn,” AC/DC’s “Highway to Hell,” and Lorde’s “Royals.”

Just last week, in Sydney, she also surprised fans by bringing out Kevin Parker of Tame Impala to perform their hit “The Less I Know the Better.”

With each stop, Dua Lipa continues to bridge musical generations, creating unforgettable experiences for fans and celebrating iconic artists along the way.

Amazon MGM Studios made a high-profile debut at CinemaCon, thrilling audiences with star-studded previews. However, despite the buzz surrounding the future of James Bond, the highly anticipated franchise update remained largely under wraps.

Since 1962, the Bond films have been controlled by the Broccoli family, known for their tight grip on the franchise. That changed earlier this year when producers Barbara Broccoli and Michael G. Wilson sold creative control to Amazon MGM for a reported $1 billion (£760 million)—a move that shocked fans and industry insiders.

A New Era for Bond?

Despite intense speculation about prequels, spin-offs, and reboots, Amazon MGM’s CinemaCon presentation provided little new information. Chris Hemsworth, often rumored as a potential Bond, attended to promote his upcoming thriller Crime 101, but no casting news was revealed.

Amazon MGM executives Courtenay Valenti and Sue Kroll briefly addressed the franchise’s future, stating:

“We are committed to honoring the legacy of this iconic character while bringing a fresh, exotic new chapter to audiences worldwide.”

They noted that new Bond producers Amy Pascal (Spider-Man franchise) and David Heyman (Harry Potter series) were hard at work in London, unable to attend the event.

Amazon’s Theatrical Vision

While Bond remained mostly in the shadows, Amazon MGM Studios showcased a blockbuster lineup for the coming years:

• Ryan Gosling’s Project Hail Mary – A sci-fi epic where he plays an astronaut trying to save humanity.
• Chris Pratt’s Mercy – A thriller about an AI-driven justice system.
• Masters of the Universe – A highly anticipated fantasy adventure.

Amazon MGM remains committed to the theatrical experience, with plans to release 15 movies a year by 2027 and 14 films already lined up for 2026.

As fans eagerly await details on Bond’s next mission, one thing is certain—Amazon is betting big on the future of cinema.